NEW ORLEANS – Danielle Dayries, CEO of DMD & Associates, Inc., said each day, all across the country, those who populate the ranks of upper management are faced with the challenge of getting others to do things they may not want to do. The very best of these managers are true leaders who have a talent not only for seeing the big picture, but also for handling present difficulties with tact and benevolence, she said. Unfortunately, in the event of a layoff, what these leaders must do is get these folks to leave the company without burning the business’ reputation… or funds.
Dayries’ firm has helped companies manage the career transition process for thousands of employees due to a reorganization or downsizing. Offering a comprehensive range of packages that are customizable to the levels of impacted employees, DMD & Associates, Inc. has a track record for providing engaging programs targeted to the learning style and unique personal career goal of each client.
Dayries said regardless of the circumstances of the layoff, the employee is likely to hear, “You failed.” And that is a basic human fear, she said. When escorting these folks to the door, employers need to give them a bridge so that they can leave with dignity. That bridge is outplacement services, Dayries said.
“Human decency aside, former or soon-to-be former employees are now lugging around a scar on their egos, one that—in their eyes—we put there,” she said. “They may take to the Internet and let their frustrations and negative opinions of the business ‘fly’ on social media, something that could have an adverse effect on the company’s reputation and future hiring efforts.
“And if things shift into the legal realm, the company will pay—either to settle or when a decision on damages comes through,” she said.
Defending against an employee lawsuit typically runs into the hundreds of thousands of dollars, money that could have been used to minimize the upheaval in an employee’s life by assisting him or her in transitioning to a new job, Dayries said.
The number of companies being sued by an employee or former employee has risen dramatically in the past few years. Commencing a lawsuit is relatively painless for the employee. What can make them think twice about filing that paperwork? How they are treated on the way out the door, Dayries said.
“Whether you sympathize or not, these people are feeling powerless, vulnerable and scared,” she said. “What it’s like when you feel powerless? Most likely, you feel the need to do something. For an employee suddenly faced with an insecure future, that something just might be a lawsuit.
“Alas, a layoff situation is an opportunity for top management to shine as leaders by taking the long view for the company (avoiding litigation and reputation damage) and doing what is best for the individual (giving them as soft a landing as possible). Providing outplacement services to these employees will ease their feelings of powerlessness and anger. And people who feel supported and respected are less likely to sue. They also have less time for legal pursuits because they are actively engaged in creating a new work life.”
If left to deal with a layoff on their own, however, the aggrieved employee will provoke issues of productivity and morale, said Dayries. Once the employee has been notified of the layoff, if not in panic mode, that person will undoubtedly be less than attentive to his or her daily responsibilities until they take their leave. If the person is not actually departing for 30 days or so, having an angry, wounded, unfocused individual come to the office each day will be less than helpful for the company. In fact, rather than spend time working for “thou who is now the enemy,” he or she will likely engage in negative conversations with coworkers, distracting them (costing the company money), spreading ill-will, and making others think, “Would the company do this to me too?,” said Dayries.
“If layoffs engender a decreased sense of commitment on the part of the remaining employees, then employee dedication may wane and show up in the form of lower quality work and absenteeism,” she said. “Another reason to offer this benefit is that individuals receiving outplacement services may require fewer unemployment benefits and fewer expenditures on health insurance premiums.
“By offering outplacement services, you are sending several important messages to your employees and potential employees: 1) We don’t toss people aside. If you work here, we will find a way to help you. 2) We believe in your capacity to grow and create a new life. 3) You are not a failure,” Dayries said.
These employees can walk out the company door and into a lawyer’s office, fully prepared to put their negativity and resentment into action, or they can step onto a bridge where they are met with people who believe in their abilities and who can help them forge a new future, Dayries said.
As an outplacement specialist with more than 20 years experience, Dayries also offers 45-minute workshop that helps companies focus in on their brand.
“I understand how critical it is for an employer’s market to maintain a professional appearance on social media,” she said. “By providing this workshop for your employees, you are ensuring consistent messages for your business while providing them with the skills to improve their professional appearance online. These 45-minute workshops are planned in advance with you to accurately portray your brand’s image and will leave your employees better-equipped to represent the company. This workshop provides them with a tangible product: a good Linkedin Profile and skills that help them and your company.”
Dayries’ LinkedIn workshops emphasize the benefits of the platform and how to utilize it as a brand-building tool to:
• Increase search engine optimization
• Provide professional development at a low cost
• Increase brand awareness
• Market products
• Connect with clients and promote your business
“Your employees will become enthusiastic ambassadors for the company and have more confidence in the their workplace because their employers are investing in their professional development by providing new skills and tools that enhance their professional confidence,” Dayries said.
DMD & Associates, Inc. consults with a company’s marketing and HR department, in the form of a concise questionnaire, to pinpoint personal branding strategies to develop a customized presentation. The workshop focuses on the value of using LinkedIn as a branding tool that builds equity and provides employees with the skills to take advantage of social media in a way that can build and expand a company’s brand.
